The Impact of sport sponsorship on brand eqouity Investigated in the Case of: ATM MOBILIS
| dc.contributor.author | AMIAR, Mohammed Djassim | |
| dc.contributor.author | MESSAOUDI, Naima (Directeur de thése) | |
| dc.date.accessioned | 2024-05-16T09:10:47Z | |
| dc.date.available | 2024-05-16T09:10:47Z | |
| dc.date.issued | 2021-06 | |
| dc.description.abstract | Sponsorship has proven to be a fast-flourishing marketing tool. Its main essence is, in the companies´ perspective, to effectively promote their products and services. Therefore, this tool. Companies have begun to behold and consider this tool as a massive gateway for a successful strategical long-term plan over the years. The purpose of this investigation is to understand better and scrutinize the effects of Sports Sponsorship – its Awareness, Perceived Quality, and Image - on Brand Equity variables, in particular, on Brand Image, Brand Awareness, Brand Loyalty, and Perceived Brand Quality. Moreover, Mobilis is used as the primary reference. The Mobile network operator was placed on a Sports Sponsorship context, with four main types of sports sponsorships highlighted (Sports Events, Sports Clubs, Athletes, and Sports Federations). The respondents (from a diverse age range) were asked several questions considering Sponsorship and Brand Equity variables – always heeding the Brand´s entity sponsorship they consider to be the most important. The results gathered by the following research propose that the presence of a Sports Sponsorship initiative brings direct influence on the Brand Image. In addition, Perceived Sponsorship Quality and Sponsorship Image affects both Brand Loyalty and Perceived Brand Quality, whereas The Sponsorship Image and its Awareness impact brand Awareness. | |
| dc.identifier.uri | https://dspace.hec.dz/handle/123456789/285 | |
| dc.language.iso | en | |
| dc.publisher | Ecole des Hautes Etudes Commerciales | |
| dc.subject | Sponsorship | |
| dc.subject | Sports Sponsorship | |
| dc.subject | Brand Equity | |
| dc.title | The Impact of sport sponsorship on brand eqouity Investigated in the Case of: ATM MOBILIS | |
| dc.type | Thesis |